The False Choice in Marketing
For decades, marketing leaders have been told they must choose:
- Focus on performance to drive sales now, or
- Invest in brand to build future equity
This split has divided teams, budgets, and strategies.
But what if there’s a way to deliver both — and more — with the same audience?
The Movable Middles Growth Framework (MMGF) offers that path.
The Triple Win Defined
By focusing on the Movable Middle — customers with a 20–80% probability of choosing your brand — brands can achieve a rare trifecta:
- Higher ROAS today — immediate campaign efficiency
- Bigger buyer penetration tomorrow — expanding the base of customers who purchase
- Stronger brand equity for the future — lifting favorability among those most open to influence
The MMGF Proof
In the first proof-of-concept study using agent-based simulation, an MMGF plan:
- Outperformed a reach-based plan by 50% ROAS
- Increased penetration across light, medium, and heavy buying groups
- Attracted more non-buyers into the category
- Delivered significant brand favorability lift among persuadables
And because Movable Middles can be predicted with 99% accuracy, these results are scalable across industries.
Why This Matters for CMOs and CEOs
The Triple Win is more than a performance hack — it’s a strategy for sustainable growth.
When you focus solely on the short term, you risk mortgaging the future.
When you focus solely on the long term, you miss immediate revenue opportunities.
By targeting the Movable Middle, you create compounding growth: each campaign fuels both today’s numbers and tomorrow’s brand strength.
How to Act
- Audit Your Current Targeting
Identify how much spend is going to low-response groups vs. high-persuadability segments.
- Rebalance for the Triple Win
Shift budget from low-response audiences into Movable Middles while measuring ROAS, penetration, and favorability together.
- Align KPIs Across Teams
Unify brand and performance teams around shared metrics that reflect the Triple Win.
- Optimize Creative for Persuadables
Tailor messaging to address the needs, questions, and motivations of this group.
Closing POV & CTA
The Triple Win isn’t a dream scenario — it’s a proven outcome when you target the right audience with the right balance of precision and scale.
It’s how you stop trading off between now and next, and start winning on both fronts.
📈 We guarantee measurable improvement across all three outcomes: sales, penetration, and brand equity when applying the MMGF targeting strategy. Contact us to see your category’s opportunity size: https://www.mmaglobal.com/apac/join-our-global-programs?utm_source=mma&utm_medium=marketingtnt&utm_campaign=apac
